Recently, during my business trip to Miami for the successful Floral Distribution Conference of WFFSA, I had the incredible opportunity to meet up with some of the most inspiring women in the floral industry—trailblazers like Liza Roeser, Jen Barnard, Melanie Spilbeler, Madison Milgard, Carmen Marquez, Corrine Heck, Deborah De La Flor and many more. Together, we are joining forces under the 'Women in Flowers' movement, a community that celebrates passion, purpose, and progress in floriculture. The strength of our group lies in our diversity, our shared vision for a more connected and inclusive floral world, and our unwavering commitment to lifting each other up while pushing the industry forward.
What is Women in Flowers?
Already counting more than 100, this is a community dedicated to supporting women in the flower industry, fostering connection and growth through empowering women in our industry. Our mission is to provide a supportive and enriching environment where members can connect, collaborate, and grow together both personally and professionally. By participating and sharing, members will help each other grow, fostering a culture of mutual support, trust, and continuous personal and professional development.
Our First Women in Flowers Retreat
You are reading it right! Women in Flowers will have their first retreat upcoming June. From the 16th to the 17th, we will spend 24 hours together in Chicago. With the theme Balancing Life! The program is amazing!
Agenda Overview:
Monday, June 16, 2025
Noon: Kick off the Welcome & Work-Life Balance theme with an inspiring panel of women leaders from diverse industries.
1:15 PM: “AI in Your Day-to-Day” Presentation till 2.15 PM
3:45 PM: Groove Dance
5:00 PM: Dinner Break at Gene & Georgetti
Michelle, a talented event planner and fourth-generation owner of Gene & Georgetti, Chicago's Original Steakhouse, will join us for dinner to share her insights on balancing life and work.
Tuesday, June 17, 2025
8:00 AM: Yoga Session - Hosted by Amy Desperito
Want to sponsor? We are looking for sponsorship for the yoga mats.
If interested, contact Jen at hello@womeninflowers.com
9:30 AM: Keynote Speaker – Jane Bolen
With over 15 years of experience in real estate as both a lawyer and entrepreneur, Jane Bolen brings deep expertise in leadership. A former attorney, elected official, board member, and corporate officer, she excels at turning complex challenges into win-win outcomes. Currently leading management and leadership teams across multiple businesses, Jane is also a passionate public speaker and skilled facilitator.
As a published author and accomplished woman leader, she speaks to the unique journey of balancing professional ambition with personal well-being. Jane’s message resonates deeply with women seeking to lead with purpose, resilience, and grace, making her a powerful voice for those navigating life’s many roles.
Keynote Speaker Sponsored by Kennicott
12:00 – 1:00 PM: Closing Lunch
Please mark your calendars, and don’t hesitate to reach out if you have any questions or need further details. We look forward to a meaningful retreat that will help us all find balance and inspiration.
A Big Yesssss!
Of course, this is something I want to be part of! Without a doubt, I want to put my shoulders to the wheel where I can.
I know that the balance between men and women brings a unique and powerful energy to the floral industry, one that is rooted in intuition, emotional intelligence, and a deep sense of connection. But what's typical for Women is that they often lead with heart, placing strong value on the emotional story that flowers tell—whether it’s love, loss, joy, or celebration. This human-centered approach makes the floral experience more meaningful and lasting. Within the industry, many women prioritize collaboration over competition, creating supportive networks that foster growth across borders and cultures. Their eye for detail and sensitivity bring a sensory impact to floral work, while their natural instinct toward nurturing helps drive forward sustainable practices and long-term thinking. Through empathy-driven leadership, women cultivate spaces where creativity can bloom and people feel seen, heard, and inspired. This is the strength women bring to floriculture—deeply rooted, beautifully expressed, and future-focused.
The Book Club
Last month, I had the honor of hosting the book club for Women in Flowers. The book we were discussing was "Start With Why", by Simon Sinek.
Book Club Recap
We dug deep into a question that every leader and heart-centered business should ask:
“What’s your WHY?”
From the Golden Circle to finding purpose-driven leadership, our discussion centered on how great leaders inspire action, not by what they do, but WHY they do it.
Key Takeaways:
•People don’t buy what you do—they buy why you do it.
•Purpose creates loyalty. It inspires trust.
•Great brands and leaders lead with belief, not just business.
Our favorite reflection:
“We don’t sell flowers—we sell emotions.”
This book reminded us of our passion and purpose: to create, connect, and inspire with flowers. We all have a deep passion for flowers and a commitment to our communities. It became clear that we all share a common “why”: to create beautiful memories, from life’s first moments to its final farewells, driven by love for our team, our customers, and the work we do.
The next book club will be held on 20th of May. We will discuss "The Let Them Theory" by Mel Robbins.
Follow the IG: @_womeninflowers
